Search Among Easiest to Measure Channels, Study Finds

Share this article:
Internet search engine marketing is among the most easily measured marketing channels, according to a study issued yesterday by the Chief Marketing Officer Council.


Search marketing was grouped with direct mail, e-mail and Web marketing among easiest-measure activities. Hardest-to-measure marketing channels were advertising, sales and marketing collateral and branding activities, according to the study.


Titled "Measures+Metrics Audit -- Assessing Marketing Value and Impact," the study was a survey of more than 315 senior marketing executives at global technology firms. It found that 80 percent of those who responded did not have formal methods for measuring the performance of their market dollars despite spending up to 25 percent of their revenue on marketing.


Share this article:

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Is the Next Mobile Already at Hand?

Is the Next Mobile Already at Hand?

Researchers quibble about just how big the Internet of Things is going to be, but a new report says it's going to be huge and that marketers need to pay ...

Sony Brings Data to Outdoor Advertising

Sony Brings Data to Outdoor Advertising

Norwegian moviegoers got front-row seats when Sony took dynamic digital ads off the Web and into theaters.

Ramp Introduces Video Platform for Marketers

Ramp Introduces Video Platform for Marketers

The cloud-based platform syncs with marketing automation and capitalizes on user behavior to extend view times.